Improving social media marketing in Meta platforms by developing an industry-independent tool: A research-based development study for a digital advertising agency

Abstract

This thesis is a research-based development study, focusing on improving social media marketing in Meta Platforms by introducing an industry-independent tool. The commissioner, an advertising agency, serves a diverse clientele with varying social media marketing needs. Common challenges such as resource constraints, lack of structured content planning, and limited understanding of social media functions were identified during interactions with the customer companies and the commissioner. The rapid evolution of digital marketing, along with the rise of bidirectional communication through platforms like Meta, demonstrates the need for efficient and accessible tools for enhancing social media marketing.

The primary goal of this study is to improve the utilisation of social media as a marketing channel by developing an industry-independent tool. This tool, referred to as content creation cards, is created to complement the social media strategy services offered by the commissioner. The tool provides ready-made content ideas categorised into four themes, ensuring diverse, engaging, and consistent marketing. The study also focuses on investigating the potential of specific Meta Platforms, Instagram and Facebook, as effective marketing channels for various companies.

The study employs an action research approach, utilising qualitative research methods including semi-structured interviews, observation, brainstorming, and benchmarking. These methods are employed to gather essential data, uncover challenges faced by companies, and understand the dynamics of social media marketing. The theoretical foundation covers critical themes such as certain Meta Platforms, the role of paid, owned and earned media, the RACE model, key performance indicators, SMART objectives, content marketing, and content matrices. This foundation sets the stage for the later development process of the industry-independent tool.

Through the semi-structured interviews with the customer company and the commissioner, and analysis of existing challenges, the study reveals the demand for accessible tools that enhance content creation and amplify the impact of social media marketing strategies. The content creation cards assure a practical solution for addressing resource limitations, content planning challenges, and knowledge gaps. By providing companies with ready-made content ideas, the tool can assist in driving traffic, generating leads, strengthening brand image, creating awareness, and boosting sales. The cards could be developed further, by considering the differences between B2B and B2C companies, introducing new language options, examining a possible digital form of the tool, and adding accompanying products for enhancing the user experience.